Last Updated on September 8, 2026
Every paid lead you buy lands on whatever your public records already say. If those records disagree with each other, or say nothing a nervous patient can check, the money is buying traffic to a problem.
So this guide covers what to fix first, and all of it is free.
The three records that must agree
Your Companies House record, your website and your Google Business Profile are the three places a patient and an AI engine will look. They must carry the same trading name, the same address and the same phone number.
This matters more in aesthetics than in most sectors, because the sector has no register. In a trade with a statutory register, a mismatch is untidy. Here, consistency across public records is close to the only verification signal a stranger has.
When Whito checked 64 UK tradespeople found by ordinary search against Companies House in July 2026, 30 per cent could not be verified as an active company, including two trading under a dissolved one. There is no reason to think a cosmetic clinic sample would be cleaner.
Name your prescriber
Botulinum toxin is a prescription only medicine. Somebody with prescribing rights has to have physically assessed the patient. That person is the most important and least advertised fact about your clinic.
Publish, as text, not as an image: who prescribes, which register they are on, and their registration number. The GMC, GDC and NMC registers are all statutory and free for anyone to search. You are handing the patient a check they can run in under a minute, in a market where almost nobody offers one.
The comparison worth holding in mind: when Whito checked 28 UK businesses advertising tooth whitening in July 2026, 20 were not dental practices, and not one of those 20 named a registered professional or published a registration number. Naming yours costs nothing and puts you in a category of one on most high streets.
Join the register that is free
The Joint Council for Cosmetic Practitioners register is accredited by the Professional Standards Authority, and as at 8 September 2026 its own fees page states there are no fees to join or renew. Save Face, the other PSA-accredited register, is £699 plus VAT a year for one clinic and one practitioner.
The NHS page on choosing who will do your procedure names those two registers and does not point the public at the CQC or at any statutory body. If the NHS is telling patients to check those registers, being on the free one and saying so in plain text is an obvious, costless move.
Publish the prices you lawfully can
Fillers are not prescription only medicines, so their prices may be published in the ordinary way. Two national providers already publish theirs. On 8 September 2026 Superdrug’s clinic listed dermal filler at £239 per millilitre for two products, £319 for two more and £349 for another, while sk:n listed lip filler at £200 for half a millilitre and tear trough at £375.
If you publish nothing, those are the numbers the patient walks in holding. Publish your own ranges with a dated prices checked line, and say plainly that anything involving a prescription only medicine is discussed at consultation rather than advertised. That sentence is both true and lawful, and it explains the gap rather than leaving it.
The weekend that costs nothing
Whito calls the two days of free fixes a business does before it pays for a single lead the zero-pound weekend. The clinic version is short.
- Make the three records agree: Companies House, website, Google Business Profile. One trading name, one address, one phone number.
- Write the prescriber’s name, register and registration number as text in the footer of every page.
- Join the JCCP register, which costs nothing, and name it in words with a link.
- Sweep the site and every social account for the toxin brand name, including hashtags, captions, alt text and page titles. Remove all of it.
- Rewrite the three biggest treatment pages around the patient’s concern rather than the product name.
- Publish filler price ranges with the date you checked them.
- Ask your last ten patients for a review describing the consultation and the aftercare, not the result.
None of that has a price. All of it is on the critical path, and every one of the seven improves both what a patient sees and what an engine can read.
Why the order matters
Whito’s position across every sector is the same: structure before scale. A clinic that buys leads before doing the seven items above is paying to send strangers to a page that cannot answer the two questions they have, which are whether you are safe and what it costs.
Do the free work first. Then decide what still needs buying, which is usually less than you thought.
Common questions
Is the JCCP register really free?
Its own joining and fees page stated there are no fees to join or renew when we read it on 8 September 2026. Check it before you rely on it, because fee policies change and this page carries a date for a reason.
Should I pay for Save Face as well?
That is a commercial judgement rather than a compliance one. Both registers are PSA-accredited and both are named by the NHS. Save Face publishes a 116 point assessment process, which is a substantive audit and reads as one. If you are going to spend £699 plus VAT somewhere, an accredited register that a patient can verify compares well against most of the alternatives.
What if I have no company number because I am a sole trader?
Then publish your professional registration number instead, which is the stronger signal anyway, and be explicit about the trading name and the address. The point is not the company record specifically. It is that a stranger can confirm you exist and are who you say you are.
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